Lavazza opens coffee museum in Turin, Italy

Lavazza, the fourth largest coffee company in the world, has opened a new coffee museum in Turin, Italy.

The coffee museum tell the story of Lavazza and the coffee production chain. There will also be additional content, information and engaging experiences.

The museum will also be high-tech: visitors will receive an Espresso cup to carry around the museum. The cup activates installations and can allow visitors to learn more about different themes. The cup will also allow visitors to collect information and memories.

Visitors can also go taste-testing. Guests can try one classic drink, like an espresso, and one speciality drink, like a coffee cocktail.

The museum is split into five distinct areas. The Piazza gives visitors an insight into the past, present and future of coffee – “from the first Espresso machine, to the one floating in space.” The Fabrica takes visitors on the coffee making process. Casa Lavazza teaches guests about the history of the company and its founder, Luigi Lavazza.

The Universo will utilise technology to immerse guests. A 360 projection display will put guests into a coffee plantation, or even a sea of coffee. The Atelier goes beyond coffee, and displays “20 years of communication, calendars and creativity.”

These attractions allow companies to tell their brand story and also hold consumers’ attention for an average of two hours. This is far superior to the fleeting second they may be exposed to conventional advertising.